ADVERTISING INTRODUCTION

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In the business context, advertising is a marketing tool that is aimed at convincing

consumers to purchase goods and services offered by the advertiser. In this vein, advertisement

has been recognized as a marketing tool with a broader exposure and a long lasting effect in the

viewers mind (Abideen & Saleem, 55). Abideen and Saleem (55) further point out that the

concept of advertising is based on promotion as one of the 4P’s in the marketing mix. It

promotes product awareness in the minds of all the potential and target consumers and as such

playing a huge role in influencing the consumer purchasing decision. Due to the existing need to

market the available goods and services, Osman et al. (140) point out that advertising has

cemented it place in every business organization. Consumer purchasing behaviour is what drives sales.

In the ancient times, marketers used different symbols and signs to create awareness of